t at i o n :

P r e se n
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What Your Prospects Want to See
5 Key Parts of a Company
Presentation
1. About Us – Your Company Story
 The About Us section touches on the basic information about

your company without going into too much detail. Succinctly

explain what you do and who you do it for.
 For example, “IDS specializes in technical writing services for

software developers and systems integrators.” If you are

small and do everything under the sun, you lose credibility.
Organizations normally hire specialists as consultants, not
generalists.
 If you have an interesting story about your company’s origin,

such as why or how it got started, you can share this during
your presentation. Your slide deck should be limited to a few
points so just add the story as you speak to your audience.
2. What We Do – Services, Solutions,
Capabilities
Describe your core capabilities as well as your uniqueness. If
you sound just like every other company that provides
similar products or services, your prospects will have a hard
time deciding whether they should hire you or someone else.

 In this section, address questions like these:

◦ What unique capability sets you apart from your competitors?
◦ Do you have intellectual property, proprietary tools, exclusive
distribution agreements that your prospects cannot get anywhere
else?
◦ Does your team have rare skills that can help your prospect
achieve success faster?
◦ Will your infrastructure enable your prospect to save money?
3. Who We Are – Leadership, Staff
 Describe your team’s relevant experience in a functional, not
chronological, manner. This isn’t the time to list everything on your
resume. Instead, highlight important items that go to the heart of
why your prospect should hire you.
 If you’re small, that’s okay. Consultants and small businesses often
use outside associates and operate with a small support staff.
Include this information and point out that this leads to controlled
overhead expenses – a direct benefit to the client.
 Another advantage if you’re a small business: you can say that you
will put your best and brightest on the project. If you are a principal
in your company and manage the project, tell your prospect that
you will personally be involved every step of the way. Unlike large
companies who may have senior staff pitch a project, then assign
junior staff to do it, you can make sure the project gets time and
attention from very experienced staff.
4. Sample Projects – Case Studies,
Clients
 A listing of representative clients is important to show that you are
not new to the business. Dropping some well known names will
enhance your credibility, thus instilling a sense of security in the
decision-maker’s mind. Avoid using past clients by name unless you
have worked with them under your current company name or as an
independent consultant.
 Use this opportunity to briefly describe successful projects that you

have worked on. Try to use examples that are like the project you
are pitching. It will help your prospect see you as the obvious
choice.
 Create case studies that you can hand out to illustrate your creativity

and solutions. Take along a welcome packet for new clients to show
your audience what they will get when they sign with you. This
plants a seed in your prospect’s mind about customer satisfaction.
5. What People Are Saying –
Testimonials
 Saying you can do the work is one thing. Having
clients say you did a great job is quite another. Gather
testimonials from your current or past clients and
share them as quotes in your company presentation.
 Be sure you include strong testimonials that talk to

different aspects of a client experience. You want your

prospects to feel comfortable knowing that when they
select you and your team for their project, they will be
in trustworthy hands.
 See our Customer Testimonial Template for a

copy/paste way to gather great testimonials for your

company presentation.
Other Sections
 You may want to include other sections such as
Facilities or Equipment if your infrastructure is an
advantage.
 If your prospect is expecting pricing information, you

can include a short statement about your fee structure

in a section on Cost, Rates or Pricing. If you don’t need
to provide specific pricing, use simple statement such
as “Projects are conducted on a contractual, retainer,
fixed fee, or cost-plus basis” to convey a professional
approach to your fees. Avoid saying “competitive” or
“negotiable.” The word “competitive” is so overused
that it has lost its meaning.
Company Presentation Tips
 Take pains to avoid these mistakes when you produce your
profile: beginning with a vague purpose, overselling or
under-rating your business, and writing unclear text.
 Have others review it for content, clarity, and appearance

before you distribute it. Consider using a professional

writer or editor to help you get your company presentation
into its final form.
 Get free stock images to enhance the look and feel of your

presentation so it’s not plain, boring text.

 Remember that by focusing on the benefits you have to

offer and not just the features that describe what you do,
potential clients will be more inclined to select you instead
of your competitor.